Presentation by Ashwin Rajan, Head Behaviour Design, Fabric Consulting Behavioural change has been called the 'last mile' of social transformation. What does this actually mean?

1. Fabric - A Behavioural Lab
Behaviour Change
for Societal
Transformation

2. Hi, I’m Ashwin. I’m a Behaviour Designer
Fabric Behavioural Lab (Founder)
Fjord / Accenture Interactive
Copenhagen Institute of Interaction Design
Deloitte
Psychology, Sociology Major

3. Opportunities
(for change)
The core societal transformation problem
Impact

4. Teams
Strategies
Insights
Roadmaps
Programs
Technology & Tools
Designs
The core societal transformation problem
Opportunities
Impact

5. ?
The core societal transformation problem
Opportunities
Impact

6. Action
The core societal transformation problem
Opportunities
Impact

7. The core societal transformation problem
Opportunities
Impact

8. The Final Mile:
Behaviour Change
The core societal transformation problem
Opportunities
Impact

9. Get car owners
to use public
transport
Behaviour
change
The Changemaker View

10. https://www.hermoney.com/enjoy/wellness/5-1-million-americans-waste-1-8-billion-on-unused-gym-memberships-heres-how-to-avoid-becoming-part-of-that-statistic/
Behaviour
change
Get customers
to go to the
gym
The Changemaker View

11. Behaviour
change
Get kids to
reach and stay
in school
The Changemaker View

12. The Changemaker View
Get citizens to
get tested
Behaviour
change

13. Behaviour design
moves people
to action!

14. Not intentions - Actions
Investment / commitment
Turns decisions into actions
Provides data / Is measurable
Behaviour design moves people

15. Motivation
Cognitive
Biases
Rewards &
Incentives
Influence
& Persuasion
Triggers
Memory
& Experience
Choice
Architecture Nudging
Decision
Making
Personality
Types
Gamification
Priming
& Framing
Habits,
Routines &
Novelty
Emotion
Core elements of Behaviour

16. Motivation
Cognitive
Biases
Rewards &
Incentives
Influence
& Persuasion
Triggers
Memory
& Experience
Choice
Architecture Nudging
Decision
Making
Personality
Types
Gamification
Priming
& Framing
Habits,
Routines &
Novelty
Emotion
Core elements of Behaviour

20. The Behaviour Design Canvas
Target

21. Human Time
& Attention
Products,
Services &
Content
The Attention Economy Paradox

23. Go for bike ride
every 2 days
Switch
Target

24. Go for bike ride
every 2 days
Do yoga after
morning coffee
Switch
Target

25. Go for bike ride
every 2 days
Do yoga after
morning coffee
Switch
Preparation
Relaxation
Target

26. Switch
Go for bike ride
every 2 days
Do yoga after
morning coffee
Browse
professional
content at home
(evening before
dinner)
Target

27. Go for bike ride
every 2 days
Browse
professional
content at home
(evening before
dinner)
Switch
Target

28. Exercise 1
01. Target
• Target behaviour: Pick one behaviour that
you want to do in your life (something you
don’t mind sharing with us).
• Write down the target behaviour in the
Desired Behaviour box.
• Write down the current behaviour from
which you want to make the switch.
Go for bike ride
every 2 days
Browse
professional
content at home
(evening before
dinner)
Switch

29. The Behaviour Design Canvas
Align

31. Motivation and
Ability together are
required to do a
target behaviour.

32. Motivation and
Ability together are
required to do a
target behaviour.

33. Example: Align

34. ?
?
?
Example: Align

35. Align with human Motivation
Case 1
Case 2

36. Decision
Making
Pull
motivators
(Positive
feeling)
Push
motivators
(Negative
feeling)
Align with human Motivation

37. Finding Peak Motivation
Morning Noon Evening Night
Motivation Level

38. Decision
Making
Don't start
with the target
behaviour
Pull
motivators
Push
motivators
Align with Motivation

39. Decision
Making
Pull
motivators
(Positive
feeling)
Push
motivators
(Negative
feeling)
Context of
Switch:
Evening
before
dinner
Align with Motivation

40. Decision
Making
I want to
feel refreshed
Pull
motivators
(Positive
feeling)
Push
motivators
(Negative
feeling)
Context:
Evening
before
dinner
Align with Motivation

41. Decision
Making
I want to
feel refreshed
I want to
NOT feel unfit
Pull
motivators
(Positive
feeling)
Push
motivators
(Negative
feeling)
Context:
Evening
before
dinner
Align with Motivation

42. Decision
Making
I want to
feel refreshed
I want to
NOT feel unfit
Pull
motivators
(Positive
feeling)
Push
motivators
(Negative
feeling)
Context:
Evening
before
dinner
Align with Motivation

43. Decision
Making
I want to
feel refreshed
I want to
NOT feel unfit
Pull
motivators
(Positive
feeling)
Push
motivators
(Negative
feeling)
Context:
Evening
before
dinner
Go for bike ride
Align with Motivation

44. Decision
Making
I want to
feel refreshed
I want to
NOT feel unfit
Pull
motivators
(Positive
feeling)
Push
motivators
(Negative
feeling)
Context:
Evening
before
dinner
Go for bike ride
Easy
substitutes
to target
behaviour
Align with Motivation

45. Decision
Making
I want to
NOT feel unfit
Push
motivators
(Negative
feeling)
Context:
Evening
before
dinner
Go for bike ride
Align with Motivation

46. Go for bike ride
every 2 days
Browse
professional
content at home
I want to
NOT feel unfit

47. Go for bike ride
every 2 days
Browse
professional
content at home
I want to
NOT feel unfit

48. Go for bike ride
every 2 days
Browse
professional
content at home
Abilities:
• Time
• Money
• Effort
• Resources
• Social Proof
• Routines
• Agency
I want to
NOT feel unfit

49. Example: Ability

50. Go for bike ride
every 2 days
Browse
professional
content at home
Have bike ready
standing by door
I want to
NOT feel unfit
Align with Motivation

51. Go for bike ride
every 2 days
Browse
professional
content at home
Fresh Finnish air
extends life span!
Align with Motivation

52. Fresh Finnish air
extends life span!
Exercise 2
02. Align
• Consider your Motivation to do target
behaviour for 1 min (positive/negative,
substitutes in target behaviour context).
• If motivated to do target behaviour, write
down the Motivation in User Intent box.
• Write down how to increase Ability to target
behaviour in Yes box.
• If not motivated, write down how to
increase Motivation in No box.
Have bike ready
standing by door
I want to
NOT feel unfit

53. The Behaviour Design Canvas
Shape

54. Go for bike ride
every 2 days
Browse
professional
content at home
Have bike ready
standing by door
I want to
NOT feel unfit

55. Motivation and
Ability together are
required to do a
target behaviour.
For the behaviour to
happen, it has to be
CUED.

56. Active Passive Mixed

57. Selling by cueing in high motivation context (1)

58. Selling by cueing in high motivation context (2)

59. https://www.hermoney.com/enjoy/wellness/5-1-million-americans-waste-1-8-billion-on-unused-gym-memberships-heres-how-to-avoid-becoming-part-of-that-
Selling by cueing in high motivation context (3)

60. Decision
Making
Internal Cues sources:
• Need for fresh air
• Need for entertainment
• Need for company
Cues: Trigger the Target Behaviour

61. Decision
Making
External
Cues:
• Doorbell
• Notification
• Call from friend
Cues: Trigger the Target Behaviour

62. Go for bike ride
every 2 days
Browse
professional
content at home
Have bike ready
standing by door
Get biking
partner to call &
remind youI want to
NOT feel unfit

63. Go for bike ride
every 2 days
Browse
professional
content at home
Have bike ready
standing by door
Get biking
partner to call &
remind you
Take the friends
call and say I will
meet
I want to
NOT feel unfit

64. Go for bike ride
every 2 days
Browse
professional
content at home
I want to
NOT feel unfit
Have bike ready
standing by door
Take the friends
call and say I will
meet
Get biking
partner to call &
remind you

65. Rewards: the existential view
Self
Social
Survival

66. Rewards: the temporal view
Present
Past
Future

67. PresentPast
Rewards: the temporal view
The ‘Peak End Rule’

68. Go for bike ride
every 2 days
Browse
professional
content at home
I want not
NOT feel unfit
Have bike ready
standing by door
Feel fitter!
Social bonding
& fun!
Take the friends
call and say I will
meet
Get biking
partner to call &
remind you

69. Take the friends
call and say I will
meet
Feel fitter!
Social bonding
& fun!
Exercise 3
01. Shape
• Cue: Write down how you will trigger the
target behaviour.
• Action: write down the key micro-behaviour
you will do as part of the target behaviour.
• Write down the Reward/s you will get from
doing target behaviour: an outcome of
motivation.
Get biking
partner to call &
remind you

70. Behaviour Change for Societal Transformation
Insights discussion
followed by Q&A
Twitter: @asystemone
Instagram: behaviour_design
ashwin@fabricbd.com
LinkedIn: Ashwin Rajan

71. Solution Design
Create a ‘Behavioural Owner’ to sustain behavioural change
Stakeholder perception
Problem Framing
Sustained Impact
‘Behaviour Change’

72. Thank you for your attention
Ashwin Rajan
Founder & Head Behaviour Design, Fabric
Email: ashwin@fabricbd.com

73. The Attention Economy Paradox

76. A Nudge